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Exposure uncovers mobile media consumption and attitudes to advertising
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video - usage
exposure
research method
mobile media awareness & usage
mobile ad formats
some guidelines to help
group 1current usersmale 18-24 paymcentral london
group 2current usersmale 25-44 paympinner
group 3current usersmixed 45-64 paygmill hill
group 4current usersfemale 25-44 paygmill hill
group 5current usersfemale 18-24 paymbirmingham
group 6lapsed/non usersmale 45-65 paymcentral london
group 7lapsed/non usersfemale 18-24 paygpinner
group 8lapsed/non usersmale 18-24 paymbirmingham
current user, 02 current user, orange current user, vodafone current user, 02 current user, orange
current user, orange current user, 3 current user, t mobile current user, orange current user, t mobile
previous user, t mobile previous user, t mobile previous user, 02 previous user, 3 previous user, 02
non user, virgin non user, vodafone non user, orange non user, orange non user, t mobile
interview 1male, 21vodafone paymbirmingham
interview 2female, 45vodafone paygbirmingham
interview 3female, 36Orange paygbirmingham
interview 4male, 31o2 paymbirmingham
interview 10male, 28vodafone paymlondon
interview 6male, 38vodafone paymlondon
interview 7male, 30Orange paymlondon
interview 8male, 18Orange paymlondon
interview 9female, 44o2 paymlondon
interview 5female, 273 paymlondon
interview 1female, 28, 3 paygbirmingham
interview 2male, 48, Orange paygbirmingham
interview 3female, 20,o2 paymbirmingham
interview 4male, 26, Orange paymbirmingham
interview 10female, 21, 3 paymlondon
interview 6male, 25, Orange paymlondon
interview 7female, 26. vodafone paymlondon
interview 8male, 58, vodafone paymlondon
interview 9male, 35, t mobile payglondon
interview 5male, 30, 3 paymlondon
imageunavailable
voxpopsdepthsmedia diarieswalkaboutsgroups
mobile media awareness & usage
Personal(UG) media
7 types of mobile media activity studied
web
bluetooth
downloading
music
games email
music
player
full web WAPemai
lmms radio
down-
loads
TV
olderyounger
awareness
over 45 picture messaging ring tones
? video & full
internet
25 – 45 yr olds some sharing
‘phone specific’ web
‘phone specific’ stuff
under 25s synching bluetooth & infrared swapping & sharing
usage
under 25s 25 – 45 year olds over 45
mainstream selective tentative
the role of mobile media for audiences
2nd function
2nd platform
1st solution
mobile media appeals to rational needs
rational need
always on
immediate
portable
in hand‘quick
fix’
useful
relevant
there
mobile media appeals to emotional needs
emotional need
there
feeling connected
simple
funnovelty
‘personal’
whowhat
wherewhenwhy?
who?only half of all occasions happen when alone
50% 22% 10%
partner / family colleagues alone friends
media diary: based on ALL usage of mobile media and entertainment across the seven days
email games web
web (sport)
games bluetooth
bluetooth web games
email web bluetooth
17%
personal (UG) media
what?more than 3 in 4 accessed web on their mobile
web
bluetooth
downloading
music
games email
76%
55% 51%
51% 29% 29%
29%
media diary: based on ALL usage of mobile media and entertainment across the seven days
where?nearly 60% of activity happened at home or work
20%travelling
23%at work
35%at home
22% in other locations
media diary: based on ALL usage of mobile media and entertainment across the seven days
0%
10%
20%
games
personal media
web - sports, news &weather
web - general
web - entertainment
web - travel info
bluetooth
downloading
music/radio
work
media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location
0%
10%
20%
games
personal media
web - sports, news &weather
web - general
web - entertainment
web - travel info
bluetooth
downloading
music/radio
work public transport
media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location
0%
10%
20%
games
personal media
web - sports, news &weather
web - general
web - entertainment
web - travel info
bluetooth
downloading
music/radio
work public transport car
media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location
0%
10%
20%
games
personal media
web - sports, news &weather
web - general
web - entertainment
web - travel info
bluetooth
downloading
music/radio
work public transport car home
media diary: based on ALL usage of mobile media and entertainment across the seven days
different usage habits by location
71% 59%
75%
90%
midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
radio
TV
media diary: based on ALL usage of mobile media and entertainment across the seven days
when?
71% 59%
75%
90%
76%73% 73%
midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
PC
radio
TV
media diary: based on ALL usage of mobile media and entertainment across the seven days
when?
PC
mobile
radio
TV
mobile is the most accessed media channel from 12pm to 6pm
media diary: based on ALL usage of mobile media and entertainment across the seven days
when?
71% 59%
75%
90%
76%73% 73%
86%
midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
why use in the home
discreet media needs met
access & availability
staying connected – in bed, in the bath…
why use outside home
sharing / social moments
‘downtime’ / ‘me time’ moments
‘urgent’ need moments
over half of all occasions last more than 10 mins
23%20%
18% 19%16%
4%
5 minutes or less
6 to 10 minutes 11 to 15 minutes 16 to 30 minutes 31 to 60 minutes More than an hour
57%43%
media diary: based on ALL usage of mobile media and entertainment across the seven days
amount of time spent on mobile
media
3.5 hours
what people expect next for mobile
media services integral intuitive access / use TV at home = same on mobile fully on demand media upload personal UG media to other
places
GPS, Sat Nav, ultra local information in your hand tracking kids
more advertising…
mobile ad
formats
Apast
facing cost head on
pay per minor by usage
some ads (2-5% of pgs)
flat fee / capped
more ads(5-30% of pages)
Bnow
bundled in fee
highest levelads (+30% of pages)
Cnext
MMS video
ring back tone
flash code / 2D code + video /MMS/wap
local search
search
pre-roll video
banner
text link
SMS push
MMS picture
1D code (coupon)
bluetooth + video/MMS/wap
NFC tag + video/MMS/wap
advertorial
post-roll video
application/widget
outgoing call screen
welcome screen
screen saver
MMS music
alerts
voice mail message
closing screen
SMS delivery notificationidle screen
sponsored content
sponsored game
location based advertising
ring tone
SMS shortcode
mid-roll video
sponsored video
incoming call screen
SMS / MMS
mobile advertising choice
MMS video
ring back tone
flash code / 2D code + video /MMS/wap
local search
search
pre-roll video
banner
text link
SMS push
MMS picture
1D code (coupon)
bluetooth + video/MMS/wap
NFC tag + video/MMS/wap
advertorial
post-roll video
application/widget
outgoing call screen
welcome screen
screen saver
MMS music
alerts
voice mail message
closing screen
SMS delivery notificationidle screen
sponsored content
sponsored game
location based advertising
ring tone
SMS shortcode
mid-roll video
sponsored video
incoming call screen
SMS / MMS
mobile advertising choice
MMS video
ring back tone
flash code / 2D code + video /MMS/wap
local search
search
pre-roll video
banner
text link
SMS push
MMS picture
1D code (coupon)
bluetooth + video/MMS/wap
NFC tag + video/MMS/wap
advertorial
post-roll video
application/widget
outgoing call screen
welcome screen
screen saver
MMS music
alerts
voice mail message
closing screen
SMS delivery notificationidle screen
sponsored content
sponsored game
location based advertising
ring tone
SMS shortcode
mid-roll video
sponsored video
incoming call screen
SMS / MMS
mobile advertising choice
Video
banner advertisingwhat the audience saw
vast majority no issue - familiar format
user control & choice to engage
mass market brands and campaigns
DR + brand messages
? what’s beyond the click ?
future: expect more personally relevant ads
banner advertising
positive response - follow TV protocol
logos, video & static messages
quality/length of content dependant
ads fill download time - useful
? mid roll ads ?
future: what’s on TV is on mobile
sponsorship advertising - video
location based advertising
Pizza Express5m away
1 bedroom apartment W2£350,000
high level interest - all sample
user benefit, rich experience - engage with brands in highly relevant situations
better than 118 services
user controls investigation
? balancing push/pull advertising ?
future: more relevant local information to ‘my’ specific areas
really liked across entire sample
personal control, benefit led, adds value, user-phone relationship balanced
welcomed ad format - no need to ‘trade off’ or ‘tolerate’
personalised and relevant
? how can I set this up now ?
future: highly relevant services & info from brands
idle screen advertising
win–win?
DR call to action
lower tolerance
?
opt-in & personal a must
immediate DR a challenge before using phone for primary functions
brand build
acceptable without explicit opt-in
as long as it doesn't hold me up using my phone... i'm happy to see it
higher tolerance
idle screen advertising
direct sales promotion
some opt-in preferred
balance frequency - user not besieged every time use phone
make relevant with interests e.g. flights, movies, music, tv
lower tolerance
N
EU
TR
AL
WA
RM
CO
OL
idle screen advertising
personalised advertising
location based advertisingsponsored content
advertorialbanner advertising
sponsorship - videosponsorship - games
unsolicited SMS marketing
call to action / direct promotions
advertising audiences warmed to…
branding
direct response
guidelines &
suggestions
creative
getting personal
control
Video
3 things to think about for advertising
control
communal phone?
prove benefits
opt in = more
advertising choice
creative
less big, bold and flashy
compliment content / add value
industry icons & standards? what’s after the click?
3 things to think about for advertising
getting personal
the catch 22 of personal info = personal adverts
the benefit, is it worth it?
industry: keep promises and build trust
3 things to think about for advertising
to sum up
3.5 hours
mobile media /week
over 50% 10 mins or more
#1 media noon -6pm
awareness & usage
branding
preferred
audience warm to ads
ad formats
get personal right
control
creative
guidelines
play
the legal stuff
We hope you use Exposure to encourage the use of mobile marketing and advertising.
Exposure remains the property of Orange UK plc and any reference you make to data from Exposure should be sourced as: Exposure, Orange Home UK plc, November 2007
